01/10/2026
From this week, many “green” packages might need to start proving themselves.
Specifically, on 27 September, the EU's Empowering Consumers Directive (EmpCo) now applies across all Member States. The aim is simple: when a company says a product is good for the planet, we should be able to trust that it's true.
In practice:
✅ Vague words like "eco-friendly" or "green" can't be used without real evidence behind them.
✅ Products can't be called "climate neutral" just because the company bought carbon offsets somewhere else.
✅ Home-made "eco" labels are no longer allowed. Labels need independent certification.
✅ Pictures, colours and even product names can count as environmental claims.
For businesses of every size, this is a good moment to look again at websites, packaging and social posts, and ask a straightforward question: can we back this up?
For people working in marketing, communications or , it's also a chance to build the skills to talk about environmental progress clearly and confidently, without the guesswork.
Here is a full, plain-language guide to what's banned, who's affected and the six steps to take. ⤵️
https://ecoskills.academy/empco-2026-new-greenwashing-rules/